Brand Loyalty Across Generational Cohorts: A Comparative Study of Millennials and Generation X in the Cambodian Setting

Abstract

Despite Cambodia’s youthful population and its rapid economic shift, there is a lack of empirical evidence on whether marketing strategies should differentiate between Millennials and Generation X in their approaches to building brand loyalty. Addressing this gap, the purpose of present study was to discover generational differences in consumer behavior by comparing brand loyalty among Millennials and Generation X in the Cambodian setting. The current study employed a quantitative comparison analysis based on previous research and literature reviews. Data were gathered from 256 participants to determine whether Millennials were as loyal to brands as Generation X and to provide useful answers to the study’s research questions through the survey questionnaire. The questionnaire was developed through literature reviews and course materials. Variables (male, female, age, occupation, and income) were evaluated to compare Millennial brand loyalty with that of Generation X. The collected data were analyzed using descriptive and inferential statistics in SPSS. The findings showed that all four of the preset antecedents, namely FU-VA, BR-TR, BR-CO, and BR-SA, have a significant impact on brand loyalty between Millennials and Generation X in the Cambodian setting. These results suggest that while core loyal drivers remain consistent, generate nuance should be considered in strategy brand positioning.

Keywords: millennials, generation X, brand loyalty. generation cohort, Cambodia

DOI: 10.7176/DCS/16-1-05

Publication date: March 28^th 2026